30 second summary:
- Video marketing is more than a trend. it is a must. However, most companies leave out one key ingredient to make sure customers are engaging with their videos: closed captions and closed captions.
- Subtitling video in English or subtitling in other languages has been shown to greatly improve the success and accessibility of online video content.
- By adding subtitles, subtitles, or a transcript to videos, Google can index all of the video content instead of just indexing the video title.
- Captions and subtitles ensure that videos are accessible to everyone: those who have their volume turned off and the 37.5 million Americans who are deaf or hard of hearing.
No matter what industry you are in, video content is likely part of your marketing strategy. And if not, it should be. According to a Cisco reportOnline video will account for more than 82% of all consumer internet traffic by 2022 72% of customers prefer to find out about a product or service via video. Even so, videos aren’t a magic sign that will lead you to the next area of marketing success and customer loyalty. The online landscape is crowded, competitive, and lightning fast. Not only do they need users to slow their scroll down, they need to get involved. And when it comes to video content, the solution is pretty simple but often overlooked: subtitles.
Labeling your videos in English or subtitling them in other languages will greatly increase the success of your online video content. As a professional captioner and captioner, I’m here to help you understand why:
1. Google can’t watch videos but can crawl subtitles
If you want to improve your video’s SEO, adding subtitles is quick and easy. Search engines like Google can’t view your video content, but they can crawl your subtitles or transcripts and rate your video based on the keywords they find. Although your video will also be indexed by title, description, and tags for SEO, subtitles add even more to your keyword density and diversity.
The next time you have video content creation in mind, make sure you incorporate keywords into the script with this tip in mind as it pays off in the long run when it comes to video performance and SEO results.
2. Video titles encourage social engagement
Adding subtitles to your videos is guaranteed to drive engagement, engagement, and conversion. According to a case study from InstapageCall-to-action clicks increased 25% after adding captions to their Facebook videos. Another study found that subtitles increase the time viewers spend watching a video by almost 40% and the likelihood that viewers will see a video to the end is 80 percent higher. Simply adding subtitles to video content increases clicks, overall viewing time, and the life of the view.
3. Lots of people don’t (or can’t) turn on video sound
Have you ever scrolled through Facebook through Insomnia for conversation while your partner was sound asleep next to you? Or did you decide to peek at your feed during a boring lecture? Or how about taking the public bus, having a cup of joe in your favorite café, or dining out by yourself? In any case, playing a video loudly isn’t ideal … or socially acceptable.
As much as 85% of Facebook videos play without sound. That said, if you don’t have any subtitles on your video, they will be skipped by anyone who mute them to watch them. This could be a sizeable part of your target audience. If you want to make sure that your followers can see your content no matter where they are when they’re viewing it, do your part by adding closed captions.
4. Captions promote understanding, memory, and attention
Hundreds of studies have shown that subtitles improve understanding, attention, and memory of video content. I speak english as a mother tongue but my husband is spanish. To improve his understanding of watching TV shows and movies in English, we always look at content with the subtitles. I was surprised that this also improved my understanding and understanding of the content, and I now watch all video content with subtitles regardless of whether my husband is sitting next to me on the couch or not. Including captions is the best way to ensure your takeout comes home and impresses your viewers.
5. Captions make videos more inclusive and accessible
Over 37.5 million Americans are deaf or hard of hearing, so video audio has little to no use for this group. And only 36% of the organizations Caption all of their video content. So why not go to the right side of this number? Without subtitles, you miss out on connecting with a large audience. But remember, it’s not all about business and money. It is just the right thing to make sure that your video content includes all viewers.
6. Most of your viewers probably live outside your home country
The global availability of your content is another way to increase your reach and the impact of your video content. According to YouTube, “About two-thirds of a canal’s views come from outside the Creator’s homeland.” Think about it: a large section of your audience may not fully understand your message or may not recognize your call to action. That’s a huge pool of potential customers that you are missing out on.
See your analytics, find out where your viewers live, and consider creating subtitles in other languages to reach new markets. Make a very strategic decision. High quality translations and subtitles are an investment. So you should make sure that you choose the right language (s) to reach the target markets that you can serve.
A word of caution: resist the urge to design your own captions and subtitles
While there are free machine translation, transcription, and subtitling tools out there, take it from me: you don’t want to craft your video titles yourself. Leave this task to the experts.
Captions and subtitles are skills in their own right and can be time-consuming and delicate tasks without training and experience. Captions and subtitles must follow strict rules, including character limits, reading speed, and cue-in and cue-out times (when the text is on screen and when it is removed from the screen). Subtitles and subtitles with poor timing are difficult or impossible to read, which defeats the purpose of subtitling or subtitling in the first place.
Use resources like that American Translators Association Directory (Go to “Translation Service (s)” and select “Dubbing / Subtitling” from the drop-down list.) Or visit GoSub’s job board to find a professional subtitle or subtitle.
Don’t spend a lot of time, money, and effort creating the perfect video and omitting the main ingredient to make sure your message reaches as many people as possible. Well-labeled and subtitled content will enhance your views, drive engagement and understanding, and improve the overall success of your social media video content. For once, this is a quick and easy marketing solution that can have a big impact!
Molly Yurick is a Spanish-English translator, professional captioner and captioner. She is also deputy chairperson for public relations at the American Translators Association (ATA), which represents more than 10,000 translators and interpreters in 103 countries.